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All Journal Interaksi Online Journal of Economics, Business, & Accountancy Ventura Gadjah Mada International Journal of Business Jurnal Nasional Pariwisata International Research Journal of Business Studies (E-Journal) Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences Kajian Branding Indonesia Global Research on Tourism Development and Advancement (GARUDA) PERWIRA - Jurnal Pendidikan Kewirausahaan Indonesia International Journal of Accounting & Finance in Asia Pasific Journal of Business on Hospitality and Tourism Jurnal Ilmiah Bisnis dan Ekonomi Asia (Jibeka) International Research Journal of Business Studies
Eka Ardianto
Universitas Prasetiya Mulya
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Library & Information Science Social Sciences Transportation

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Imaginative Experience: A Narrative-Dialogic Ethnography of the Community Who Adores Its Idol Ardianto, Eka
Gadjah Mada International Journal of Business Vol 9, No 3 (2007): September - December
Publisher : Master of Management, Faculty of Economics and Business, Universitas Gadjah Mada

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (580.427 KB)

Abstract

Managing customer loyalty becomes an important activity in marketing management. One of the reasons is that loyal consumers tend to make good financial performances to producer. Unfortunately, gaining a loyal customer is not a trivial activity since there are gaps to understand consumer experience comprehensively. To fulfill the gaps, this article explores imaginative experience of the community who adores its idol in the light of cultural perspective. The members of the community who adores its idol experience the imaginative experience. The author argues that those phenomena are cultural perspective, because they are meaningful to the members. Through narrative-dialogic ethnography, the author builds the concept of imaginative experience that through the imaginative media, the members do narrative-dialogic between “the realm of areal” and “the realm of afotik” then activate the imaginative relations in “the realm of aktinik”. Every member constructs its imaginative relations into imaginative constructions formed in a personal story. Managing imaginative experience could benefit the company. It can be the “Imaginative Experience Management” (IEM) that accommodates imaginative consumers’ experiences with the company’s products deeply and sustainably through managing the story of its consumers’ imaginative experiences. It can also be linked to the customer loyalty programs. In this matter, IEM should be integrated with brand management.
The Consumption Paradigm in Marketing Ardianto, Eka
Gadjah Mada International Journal of Business Vol 5, No 2 (2003): May-August
Publisher : Master of Management, Faculty of Economics and Business, Universitas Gadjah Mada

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Abstract

This article elaborates consumption paradigm in marketing. In background, this paper reviews different perspectives of consumption: economic perspective and marketing perspective. In ontology, this work describes various issues regarding consumption view. In epistemology, this article demonstrates how marketers especially researches explore the consumption phenomena. In methodology, the article describes experiential marketing –one of applied consumption paradigm in marketing, which could be an alternative choice of marketing practices.
Keragaman Identitas dalam Komunitas Konsumen Ardianto, Eka
INTERNATIONAL RESEARCH JOURNAL OF BUSINESS STUDIES Vol 1, No 1 (2008): May 2008
Publisher : Universitas Prasetiya Mulya

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Abstract

Co-Creation dengan Komunitas Bike to Work Indonesia Sebagai Strategi Komunikasi Pemasaran Polygon Muhamy Akbar Iedani; Djoko Setyabudi; Nurist Surraya Ulfa; Tandiyo Pradekso; Eka Ardianto
Interaksi Online Vol 2, No 2: April 2014
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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Abstract

Konsumen yang aktif berkomunitas memiliki kecenderungan untuk secara aktif mencari informasi, membagikannya, serta saling mempengaruhi antar anggota komunitas. Selain itu konsumen yang saling terhubung secara aktif meningkatkan nilai produk yang mereka konsumsi, sehingga perusahaan harus memberikan ruang gerak lebih luas bagi komunitas dalam proses penciptaan ide, aktifitas promosi, merek, atau produk bersama mereka dalam rangka meningkatkan loyalitas konsumen, mengurangi resiko kegagalan produk, mengurangi biaya promosi, dan menjaga stabilitas keuangan perusahaanatau yang disebut dengan istilah co-creationseperti yang dilakukan oleh produsen sepeda Polygo n dan komunitas Bike to Work Indonesia. Kolaborasi yang dilakukan Polygon dan Bike to Work merupakan salah satu contoh impelementasi strategi co-creationdengan pendekatan penciptaan produk. Tujuan penelitian iniadalah untuk mendeskripsikan implementasi co-creationsebagai strategi komunikasi pemasaran Polygon dengan komunitas Bike to Work Indonesia. Penelitian ini menggunakan konsep Consumunity Marketing (Ardianto dan Soehadi, 2013), Brand Co-creation(Hatch dan Schultz, 2010), DART Model in Co-creation(Prahalad dan Ramaswamy, 2004), Co-creationof Value (Ardianto dan Soehadi, 2013), dan Engagement in Co-creation(Smith dan Zook, 2011). Tipe penelitian ini adalah deskriptif kualitatif dengan pendekatan studi kasus. Teknik pengumpulan data yang digunakan adalah wawancara mendalam dan observasi partisipan serta analisis data menggunakan grounded theoryHasil penelitian menunjukkan bahwa engagementmerupakan langkah awal dalam melakukan co-creationsekaligus sebagai faktor utama dalam proses tersebut. Faktor pendukung co-creationberupa kesamaan nilai dan pesan, adanya dialog, transparansi, akses, dan pengelolaan resiko. Proses co-creationharus berlanjut pada proses co-communicationuntuk mengkomunikasikan hasil co-creationkepada khalayak luas (pasar) sehingga tujuan dari co-creationdapat tercapai. Semua proses awal co-creationhingga keberlangsungannya tersaji dalam model co-creation. Kata kunci: komunikasi pemasaran, konsumen, komunitas, engagement, co-creation
Eksplorasi Message Strategy dan Sub-Process Consumer Engagement di Akun Instagram @Netflixid Ancilla Quena Muljono; Ashanta Maktasaridewi Setiadi; Eka Ardianto; Yudo Hartono
Kajian Branding Indonesia Vol 1 No 1 (2019): Kajian Branding Indonesia
Publisher : Universitas Prasetiya Mulya

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (652.929 KB) | DOI: 10.21632/kbi.1.1.49-68

Abstract

Topik online consumer engagement menjadi topik yang semakin populer bagi riset pemasaran dikarenakan perannya yang penting dalam menciptakan keunggulan kompetitif merek. Tujuan dari penelitian ini adalah untuk mengidentifikasi berbagai jenis message strategy yang digunakan oleh akun Instagram @netflixid dan jenis consumer engagement sub-processes di dalam kolom komentar @netflixid. Penelitian ini mengeksplorasi bagaimana message strategy membentuk karakter dari consumer engagement sub-processes dan dalam pengembangannya terhadap consumer engagement rate. Penelitian ini menggunakan pendekatan kualitatif dengan metodologi netnografi, dan metode domain analysis dan narrative analysis, dengan bantuan aplikasi analisis data kualitatif, yaitu N-Vivo. Penelitian ini telah berkontribusi dalam pengembangan literatur yang terdiri dari penemuan sub-category baru yaitu empathy pada message strategy: affective dan penambahan 3 sub-proses consumer engagement baru, yaitu emoting, partaking, dan objecting. Penelitian ini menyimpulkan bahwa consumer engagement sub-processes menciptakan sebuah consumer engagement levels secara spesifik terhadap message strategy yang digunakan. Peneliti menyarankan agar brands menggunakan message strategy: engagement dalam konten yang diunggah pada akun Instagram dan menyertakan engagement cues yang spesifik untuk menciptakan sub-process: partaking pada kolom komentar yang dimana pada hasilnya akan menciptakan sebuah consumer engagement rate yang tinggi. Terlebih lagi, penelitian ini memberikan masukkan pada implikasi manajerial dengan memahami dinamika dalam membangun consumer engagement pada akun Instagram milik merek melalui eksplorasi message strategy dan consumer engagement sub-processes.
Pengaruh Green Perceived Value dan Green Perceived Risk terhadap Green Trust, Green Purchase Intention, dan Green Purchase Behavior pada Produk Green Cosmetics di Indonesia, Studi Kasus: Sensatia Botanicals Falaha Rahmatia Az Zahra Rusin; Kevin Pratama; Eka Ardianto; Alavi Ali
Kajian Branding Indonesia Vol 1 No 1 (2019): Kajian Branding Indonesia
Publisher : Universitas Prasetiya Mulya

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (441.382 KB) | DOI: 10.21632/kbi.1.1.140-170

Abstract

Cakupan penelitian mengenai intensi dan perilaku pembelian produk telah banyak dibahas dalam studi penelitian manajemen terutama dalam bidang ilmu pemasaran di Indonesia. Namun, penelitian yang membahas green purchase behavior dalam konteks green cosmetics sendiri masih sangat terbatas. Penelitian ini akan membahas mengenai pengaruh green perceived value dan green perceived risk terhadap green trust, green purchase intention, dan green purchase behavior pada produk green cosmetics di Indonesia, khususnya daerah Jabodetabek. Dalam penelitian ini, peneliti meneliti salah satu brand green cosmetics lokal yakni Sensatia Botanicals. Data dikumpulkan secara purposive sebanyak 159 responden yang sudah pernah melakukan pembelian terhadap green cosmetics Sensatia Botanicals. Pengambilan data dilakukan melalui penyebaran kuesioner online selama bulan Juli 2019. Data diolah menggunakan aplikasi SPSS 23 dan menggunakan Structural Equation Modeling dengan AMOS 23. Hasil menunjukkan bahwa pembentukan green trust dipengaruhi oleh green perceived value. Dengan kata lain, terdapat kesesuaian value lingkungan yang dimiliki konsumen dan produsen sehingga mempengaruhi green trust konsumen. Di sisi lain, tidak terdapat hubungan antara green perceived risk dan green trust dalam pembelian produk green cosmetics. Selain itu, penelitian ini membuktikan bahwa green trust mempengaruhi green purchase intention konsumen Sensatia. Temuan lainnya adalah konsumen Sensatia Botanicals telah menunjukkan perilaku pembelian terhadap produk ramah lingkungan secara rutin.
Keragaman Identitas dalam Komunitas Konsumen Eka Ardianto
INTERNATIONAL RESEARCH JOURNAL OF BUSINESS STUDIES Vol 1, No 1 (2008): May 2008
Publisher : Universitas Prasetiya Mulya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21632/irjbs.1.1.10

Abstract

Tour Consumer Well-Being in Tourism Destination: A Case of the Lake Toba Redha Widarsyah; Eka Ardianto; Albert Hasudungan
Budapest International Research and Critics Institute-Journal (BIRCI-Journal) Vol 5, No 4 (2022): Budapest International Research and Critics Institute November
Publisher : Budapest International Research and Critics University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33258/birci.v5i4.7198

Abstract

This study focuses on identifying the underlying well-being dimensionalities that exist in a tourism destination. Researchers conduct qualitative content analysis of digital platform of Lake Toba as a tourism destination. The methodology uses content analysis of secondary sources. The stages consist of condensation, coding, categorizing, and patterning the theme. By utilizing content analysis methodology, the study was able to identify seven dimensions of tour consumer well-being: 1) Biopsychological; 2) Cultural Identity; 3) Social Connectedness; 4) Spiritual Attunement; 5) Social Enterprising; 6) Inspirational Mindfulness; and 7) Environmental Altruism well-being. This research finds that Lake Toba as tourist destination activates reciprocal tour consumers in related to 7 well-being dimensions. Lake Toba as tourist destination embraces consumer tour to appraise the indigenous home and their collective enterprises.
Simbol dan Makna Berkain dalam Kalangan Pecinta Wastra Ramadhanty, Anissa; Chandra, Nina; Ardianto, Eka; Budiman, Arief
Kajian Branding Indonesia Vol 5 No 2 (2023): Kajian Branding Indonesia
Publisher : Universitas Prasetiya Mulya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21632/kbi.5.2.127-139

Abstract

Wastra is a piece of cloth that is produced in a traditional way. Wastra comes in different types, from the weaved cloth such as ulos, songket, jumputan, and batik cloth. Berkain is an activity in which an individual incorporates wastra in their day-to-day outfit. Different from how wastra was used back in the days, berkain integrates modern clothing with wastra. The purpose of this study is to understand the symbol and meaning ‘berkain’ of wastra lovers. Theories of culture, symbols, and meaning are used by the researcher as a tool to analyze the data. Qualitative research will be used with study case concepts. The data collection will be done through interview, observation, and netnography with informants. The result shows that there are similarities in culture in berkain activity that has been obtained through the ABC culture theory. The symbol that tends to be felt are Culture, Fight, and Identity. The meaning that surfaced in the berkain activity are fight and respect for the culture.
Main Peran Dalam Konsumsi Barang Mewah Imitasi Oleh Perempuan Kalangan Atas Larasati P. A., Made; N. Firman, Vadya; Ardianto, Eka; Ali, Alavi
Kajian Branding Indonesia Vol 6 No 1 (2024): Kajian Branding Indonesia
Publisher : Universitas Prasetiya Mulya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21632/kbi.6.1.61-69

Abstract

Since the luxury goods industry is developing, the same thing goes to the counterfeit luxury goods industry. Surprisingly, based on the evidence gathered there is a big potential for the upper class who can afford the real goods to buy the counterfeit ones. This study aims to understand the consuming process and the reasons why those upper class people buy and use it. This study is a descriptive qualitative study with phenomenology (IPA) approach by interviewing the informants who meet the criteria. Results show that all informants came from different ages and they are all categorized into the upper class classification. All the data gathered and classified into three superordinates based on the way how they portray themselves in their environment; “vulnerable buyer” (easily influenced, intimidating brands, & confusing preferences), “passionate scammer” (high confidence, manipulative personality, & validation seeker), & “adaptive socialite” (demanding critiques, different settings, & social media anxiety).
Co-Authors Agus W Soehadi Agus Wijaya Soehadi Alavi Ali Albert Hasudungan Ali, Alavi Ancilla Quena Muljono Anggraini, Dyah Ratna Ashanta Maktasaridewi Setiadi Chandra, Nina Chatarina Umbul Wahyuni Dalila, Devara Mirrah Djoko Setyabudi Falaha Rahmatia Az Zahra Rusin Handra, Tessa Hartono, Yudo Irman Jayawardhana Iskandar, Andy Kevin Pratama Larasati P. A., Made Lestari, Ni Komang Melya Muhamy Akbar Iedani N. Firman, Vadya Nugraha, Jimmy Jaya Nurist Surraya ulfa Peni Zulandari Suroto Phina, Devi PRATIWI, PUTU YANI Ramadhanty, Anissa Redha Widarsyah Refanda, Andita Rivansky, Kevin Andrianto Rizkalla, Nosica Simangunsong, Elliot Sugiarto S Sukarsa, Andreas Tandiyo Pradekso Wirjawan, Ignacia Andrea Yudo Hartono